Gaining Ground

While most people make their new year's resolutions closer
to January 1, I'm going to make some now. And I'm going to
suggest you do the same. This way, you'll have time to think
about them, and you'll be ready to implement your resolutions
by the time the new year comes around.

Actually, this is more of a joint resolution-you entrepreneurs
and me. Together, we're going on a diet. No, we're not
resolving to drop pounds (though that's not necessarily a bad
idea); we're going to lose our bad habits and our negative
attitudes and start 2003 with a new, "healthier"
plan.

First, we need to acknowledge that 2002 was not a normal
business year for most of us. And we need to realize a lot of that
stemmed from a number of factors beyond our control. We have no
assurance that 2003 will see us in control again, so we have to
understand we can only change what we can control.

As I write this in mid-October, consumer confidence has hit new
nine-year lows. Surely this affects your sales. So we need to
resolve to find new approaches to maintaining (and yes, increasing)
your company's revenues. Have you surveyed your customers and
clients lately? Determined their hot buttons? In tough times,
everyone-businesses and consumers-cut back on purchasing what they
want. But most of us will still buy what we need. Figure out what
it is about your products and/or your services that people need,
and make that the focus of your sales and marketing efforts.
Don't go into 2003 thinking "It's going to be another
bad year." Instead, ask yourself "No matter what happens
to the economy, how can I make 2003 better than 2002?"

Next, resolve to get stronger. Examine your business. Where are
its weak spots? What are your strengths? Do you have enough
salespeople? Is your marketing team doing its job? Is your
infrastructure bloated? Do you have the right number of people
doing what needs to be done? Are the people you rely on still
reliable? You need staff who can take you to the next level, not
just keep you where you're at.

Now let's ditch the fear of spending. I'm not saying,
"Let's go on a spending spree." But take a look at
your technology. Is it still working for you? Sure, the hardware
and software innovations aren't as earth-shattering as they
were a decade ago, but new technology is being introduced
constantly. Check it out. You may find a few new computers or
upgraded (or new) software is exactly what you need to give your
business a boost.

This year, I got hooked on a Blackberry. For an initial $500
investment, this little device has greatly improved my productivity
and efficiency. It helps me manage my time better and keeps me in
touch with my staff-no matter where I am. That's a lot of value
for less than $75 a month.

Entrepreneurs have always been, by definition, leaders. But
lately, too many of you have developed a sheep mentality, blindly
following your corporate brothers. Let's lose the
follow-the-leader routine. It's time for entrepreneurs to jump
back to the head of the line. After all, you're the innovators.
You're the initiators. You're the ones who make it happen.
So what are you waiting for?

Build the better mousetrap again. Look for the holes in the
market. Believe me, they're still there. Sure, "find the
niche and fill it" is Entrepreneurship 101, but the principle
still applies. To get customers to spend their money on your
products or services, you need to offer them things not already in
their closets or PDAs.

There are undoubtedly other areas of your business that need
shaping up. Only you know what they are. If you take the time to
figure out where you need to lose, you'll discover what there
is to gain. Like all resolutions, it's going to be tough to
keep all the ones you make. But if you come out of this exercise
with even one resolution intact, your business will be healthier.
Don't put off your diet until the proverbial tomorrow. Do it
now.

We at Entrepreneur would like to wish all of you a joyous
and peaceful holiday season.